Charsoo
Creating a unified identity for a dynamic cultural and commercial destination
Role:
Visual Designer
Tools:
Illustrator, Photoshop, InDesign
Timeline:
Spring 2023
Charsoo, a cultural and commercial hub in Tehran, combines art, entertainment, technology, and community in a striking modern space. Despite its architectural presence, it lacked a unified identity. This project created a cohesive brand system to reflect Charsoo’s multifaceted role while improving wayfinding, engagement, and visual consistency across physical and digital touchpoints.
Name
Charsoo, a Persian word, is also the name of one of Iran’s oldest and most historic theater halls.
Architecture
From the very beginning, one of the main goals in building the Charsoo complex was to transform the traditional business environment by blending modern, contemporary spaces with the timeless concepts of Iranian architecture. The building is composed of three irregular volumes, stacked in a simple, minimal form, yet enriched with many subtle details. The white color used throughout the structure plays a significant role in enhancing its beauty and radiance.
Existing Visuals
Despite its remarkable architecture and harmonious design, the building’s visual elements such as logos, wayfinding signage, and other graphic applications lack cohesion and a unified identity.
To better define the brand, I developed a comprehensive brand strategy for Charsoo, establishing a clear framework to guide and unify all visual elements.
Mission
Creating an inspiring destination where people can immerse themselves in diverse cultural experiences, entertainment, and the latest in technology, while strengthening their connection to the most vital parts of the community.
Vision
To be recognized as a unique center for cultural enrichment, entertainment, and the latest technologies, renowned for offering innovative, exceptional services within a modern environment that captivates, engages, and entertains visitors.
Value
Charsoo strives to set itself apart from other similar centers in today’s competitive environment by delivering on the following values:
Joyful Experiences – Delivering unforgettable moments that engage the senses and leave a lasting impact.
Community Connection – Creating an inclusive space where people from all backgrounds can come together and share new experiences.
Creative Innovation – Showcasing culture, entertainment, and technology in fresh, dynamic ways that inspire return visits.
Stage 1
In the first step, initial sketches were created inspired by Charsoo’s architecture. The arrangement of the building’s volumes was the most important factor considered throughout all design stages.
Stage 2
In the second step, a simpler approach was taken by exploring the rotation of the building’s architectural forms through sketches using different materials. By ‘simpler approach,’ I mean treating each brushstroke as an individual volume of the building.
Stage 3
In the third step, the simplified architectural approach was applied to the typography of the word “Charsoo.” This meant viewing the forms of the letters (چ) (Ch) and (س) (S) as volumes of the building, and applying the building’s spatial arrangement to the letterforms. Below are sketches of the word “Charsoo” created using this strategy with various materials.
Stage 4
In the fourth step, selected logotype sketches were digitally executed. These digital versions were then used as a basis to create new layout explorations, refining the composition through software iterations.
Stage 5
In the fifth step, the selected logotype sketch was developed into the final logo. The forms of the letters (چ) (Ch) and (س) S) from the logotype were enclosed within a square to create a distinct and balanced logo mark.
Logo with Logotype
The black-and-white color scheme was chosen to distinguish Charsoo as a modern cultural and artistic complex. Black embodies elegance and strength, while white represents purity, simplicity, and sophistication.
This achromatic palette not only creates a striking and memorable visual identity but also aligns seamlessly with the clean architectural lines of the Charsoo building. Together, these colors convey modernity and refinement, establishing a cohesive brand presence that resonates deeply with the center’s diverse audience.
Secondary Color Palette
The secondary color palette, consisting of purple, navy blue, and green, complements and reinforces Charsoo’s primary colors. It adds depth and flexibility to the visual identity, enriching the overall brand expression.
In the process of selecting a suitable typeface for the brand, several factors were carefully considered: the overall thickness of the letters; the balance of negative and positive spaces within and between characters; how well these spaces aligned with those in the logo; the angles at the beginning and end of each letter; the functionality of the typeface on wayfinding signages; the proportions of ascenders and descenders; and, most importantly, the typeface’s overall compatibility with the brand’s personality and identity.
Among the visual elements designed for Charsoo are the complex’s signage systems. Charsoo features two main types of signs: hanging signs and standing signs In designing all of them, the defined brand guidelines were strictly followed to ensure complete visual consistency throughout the complex.
